Junk food adverts will be banned from broadcast during children’s television programmes and some adult shows like The Simpsons and Friends under new proposals put forward by Ofcom today.

In an effort to tackle the growing problem of childhood obesity in this country the regulator recommended that no adverts for foods or drinks high in fat, salt, or sugar be shown during programmes appealing to children under 16.

The ban, which would apply to programmes shown at any time of the day or night, would restrict terrestrial broadcasters, ITV1, Channel 4 and Five, as well as satellite channels, including CITV and Nickelodeon.

Dedicated children’s channels would be prevented from showing adverts for foods like chocolates, pizza and burgers, at any time, and other channels when programmes for children under 16 were aired.

Ofcom said that adult shows that appeal to a significant, but proportionate measure of children would also be affected by the ban, including Hollyoaks, Big Brother’s Little Brother and American Idol.

The proposals were welcomed by the Government today for "striking a balance".

But health organisations said the restrictions do not go far enough and should cover popular soap operas like Coronation Street. They warn that unless tough action is taken the next generation of British will be among the most "unhealthy in history".

Research conducted by the broadcasting regulator into the eating and viewing habits of 11,000 people found that television advertising has a direct effect on what children prefer to eat.

While this is modest compared to factors including parental influence, school policy, food labelling and exercise, it was felt that restrictions were justified as part of wider measures to be used by the Government to tackle childhood obesity.

Ed Richards, Ofcom chief executive said today: "Based on the evidence and analysis we believe the case for intervention is clear. We will introduce significant but proportionate measures to protect children under 16."

The restrictions will be based on the Food Standards Agency's (FSA) nutrient profiling scheme where food and drink products score points for their nutritional value and lose points for high fat, salt or sugar.

A spokeswoman for the FSA said today that she could not say which foods or drinks would be banned as each product would be judged on a case by case basis. However, she said banned foods were likely to include the obvious pizza, burgers, fizzy drinks and sweets.

The ban would apply to all broadcasters licensed by Ofcom based in the UK, including international broadcasters transmitting to Britain from overseas.

Restrictions on the content of advertisements were also proposed which would ban celebrities, and characters from third parties, free gifts and health or nutritional claims from adverts shown during programmes for children of primary school age. The restrictions would apply equally to product sponsorship.

Ofcom estimates that this would cost broadcasters up to £39 million a year in lost revenues, falling to about £23 million as broadcasters find other advertisers over time.

The loss for commercial public service broadcasters, ITV, GMTV, Channel 4 and Five, could be up to 0.7 per cent of their total revenues. Children's and youth orientated cable and satellite channels could lose up to 8.8 per cent of their total revenues, while dedicated children's channels could lose up to 15 per cent of total revenues.

The restrictions announced today are tougher than anticipated and extend the original proposal covering programmes for children under 9 to 16. However, a loophole that does not prevent the advertising of brands could be exploited by broadcasters.

Ofcom also said that a brand which sold other goods aside from high fat, salt or sugar food and drink would still be able to advertise its other products. But the watchdog stressed that advertisers must "act responsibly" in their interpretation of the guidance.

Tessa Jowell, Culture Secretary, welcomed the proposals saying they "sought to strike a balance which promotes the health of our children, but also considers the impact on our broadcasting industries."

However, Philip Cullum, chief executive of the National Consumer Council, said the restrictions should have gone further to include programmes like Coronation Street. He said: "This doesn't really get to the heart of the issue. They say they have taken a focus on children, but the proposals actually don't deliver that."

The British Medical Association (BMA) said it was "disappointed" Ofcom had not proposed a ban on all junk food advertising before the 9pm watershed.

Dr Vivienne Nathanson, Head of Science and Ethics at the BMA, voiced the disappointment of health professionals: "Ofcom’s ban on junk food advertising during programmes targeted at under-16s does not go far enough. Some of the most popular programmes amongst the under-16s are soaps which will not be covered by this ban.

"We are in the midst of an obesity epidemic and must use all the weapons in our armoury to prevent the next generation of British children being the most obese and unhealthy in history."

The prevalence of obesity in children has trebled since the 1980s, helped along by diets high fat and sugar and more sedentary lifestyles, raising fears over the future of the nation's health.

According to the Department of Health more than half of all adults in the UK are either overweight or obese - almost 24 million adults - and this figure is on the increase.

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